t's been nearly ten years since Google acquired Urchin Software and turned it into Google Analytics, unleashing the era of democratized data. Take a walk down memory lane from those early days through present and learn from the triumphs and trials of tens of thousands of hours working with hundreds of companies and billions of data points. Tips, tricks, techniques and more. The tool has evolved but the objective remains the same: to understand and optimize marketing, user experience and business value.